How social media inspired McDonald’s to launch all-day breakfast

Stephen Whiteside

Earlier this year, McDonald's delighted hungry fans of Egg McMuffins, sausage biscuits and hash browns across America by announcing its restaurants would serve breakfast all day, every day.

And the key driving force that put this program – which launched in early October 2015 – on the firm's strategic menu was not the C-Suite or its franchisees, but thousands of consumers who used Twitter to voice an overwhelming desire to grab their favourite morning-time snack at midday or, where opening hours allowed, midnight.

"For us, when we looked at it, we started really looking at where customers were. And, in fact, we went to our social-media feeds and looked at Twitter," Deborah Wahl, chief marketing officer of McDonald's USA, told delegates at the Association of National Advertisers' (ANA) 2015 Masters of Marketing Conference in Orlando, Florida.